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USA: Hallmark releases 'Coming Out' cards

Sat 17 Feb 2007 In: International News

Hallmark Cards has brought out a new line of cards – with some suitable for situations LGBT people can relate to. The company, which has built its US$4.2 billion empire on sentiments for life's happier times, is hoping the new range will speak to those and other situations that the company says have either been ignored by greeting card companies or received only a smattering of attention from niche players. Company spokeswoman Rachel Bolton says two cards could be sent to gay people who have disclosed their sexuality. The cards feature slogans like "Be You", "This is who I am" or feature a rainbow, or other symbol of gay pride – but they won't directly refer to homosexuality, Hallmark says. A 176-card collection, called Journeys, went on sale on Thursday at Hallmark's 3,800 Gold Crown stores in the US. The collection includes cards tackling cancer diagnoses, quitting smoking, caring for an aged parent, miscarriage, anniversaries of loss, loved ones in the military and traumatic loss, such as someone dying in an accident or homicide. For illness: "Cancer is a villain who doesn't play fair ... but it can't dim your spirit, and it can't silence prayer." For eating disorders: "All I want is for you to be healthy -- healthy and happy with yourself. Please take it one day at a time until you are." For depression: "When the world gets heavy, remember, I'm here to help carry it with you." Others are more happy and even humorous, celebrating a year being cancer-free, nearing the end of chemotherapy or general encouragement for teenagers. There are even a few birthday cards encouraging the recipient to celebrate even though they've had a rough year. Cynthia Musick, the editorial director who oversaw Journeys, said the cards' writing provides more personal messages of support, encouragement and hope, for which the company's research showed there was a demand.      Ref: Business Week (m)

Credit: News Staff

First published: Saturday, 17th February 2007 - 12:00pm

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